Afiuc, O., Bonsu, S. K., Manu, F., Knight, C. B., Panda, S., & Blankson, C. (2020). Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana. Journal of Consumer Marketing, 38(1), 15-26.
Executive Career Journeys
Job Market Paper (with Mercedes Esteban-Bravo, Donald R. Lehmann, and José Manuel Vidal-Sanz)
We analyze the the careers of marketing executives in concert with other functional area executives based on their employment histories. More specifically, we study how their demographic characteristics and previous career choices influence their transition over different levels of the executives’ hierarchy, with particular attention to their probability of reaching the top of their organizations’ hierarchy. We use a sample of individual profiles of executives in North America, sourced from the BoardEx database and augmented with the Compustat database. We identify how diverse experiences across multiple functional areas, companies, and sectors enhance marketing executives' likelihood of ascending to top leadership positions. We find that general management backgrounds significantly influence career progression more than specialized functional backgrounds. The study reveals patterns of upward, lateral, and downward career movements over the different levels of the corporate hierarchy. Our study contributes to the academic literature on marketers in the upper echelons and career, as well as practical implications for businesses and recruiters, offering insights to enhance talent management strategies and career development initiatives. (Stage: Finalizing for submission)
The Role of National Cultural Dimensions in Executives’ Career Progression
(with Mercedes Esteban-Bravo and José Manuel Vidal-Sanz)
In this paper, we focus on how cultural distance affects the career progression of executives by analyzing a comprehensive dataset on the profiles of executives covering multiple countries, processed from the BoardEx database, and augmented with country-level data on the national scores on Hofstede's six cultural dimensions. We show that a combination of executives’ backgrounds, their ability to bridge cultural differences between their home and HQ home countries, and having diverse work experiences significantly influence their likelihood of being appointed CEOs, and to the board of directors. We add to the marketing strategy literature, specifically positioning strategy, by providing insights that suggest executives can develop culturally apt positioning strategies that will enhance their outlook and appeal in the market for corporate executives. We underscore the importance for firms to create enabling environments to facilitate easy cultural adaptation and integration of executives regardless of cultural backgrounds. (Stage: Finalizing for submission)
The Impact of Accepting Mobile Money Payments on Firms’ Sales and Consumers’ Consumption Expenditures
(with Mercedes Esteban-Bravo and José Manuel Vidal-Sanz)
This paper examines the impact of accepting mobile money payment services on firm sales, and its associated impact on household consumption expenditure and product category shifts ex-post. Using the World Bank’s Enterprise Survey, and household survey data obtained from the Harvard dataverse, we find that integrating mobile money payment services significantly enhances domestic sales and is associated with higher sales levels across different sectors. We also find a significant impact of mobile money adoption by households on their consumption expenditures across all consumption baskets and a variety of product categories. We contribute to the existing literature by considering the implications of financial inclusion through mobile money on firm-level outcomes and household-level consumption behavior. The findings have implications for businesses, policymakers, and stakeholders in emerging markets, as well as international and developed market firms looking to do business in these emerging markets. The study adds to our understanding of how digital financial technology reshapes consumers’ consumption behavior and impacts firms’ sales strategies in emerging markets characterized by internet and banking infrastructural deficits. (Stage: Finalizing for submission)
Visibility of Marketing Executives: Do Network and Communication Dynamics Matter?
This work-in-progress explores the dynamics of the career backgrounds, networks, and communication styles of marketers in the upper echelons. The study seeks to provide insights that will inform and shape the visibility, prominence, and elevation of marketing executives within the corporate structure based on empirical evidence. (Stage: Conceptualization)
Quality Signaling of Credence Goods: A Corporate Social Responsibility Perspective
This work-in-progress explores how corporate social responsibility can influence the quality signal of credence goods. Drawing from the signaling theory, the study aims to provide insights into how CSR can influence customer decisions, offering a new perspective on quality signaling for credence goods. (Stage: Data Collection)
Nutrient Content Claim and Consumer Decision Making
This work-in-progress explores how health-conscious consumers make food choices based on the presence of nutrients on food labels. Drawing from the prospect theory, the study seeks to provide insights for improving label design and communication strategies. (Stage: Data Collection)
Afiuc Otto, Esteban-Bravo Mercedes, Donald R. Lehmann, and Vidal-Sanz Jose (2024, August). Corporate Executives Career Progression: Shooting for the Top. In Proceedings of the 2024 American Marketing Association Summer Academic Conference, Boston, MA, USA.
Afiuc Otto, Esteban-Bravo Mercedes, Donald R. Lehmann, and Vidal-Sanz Jose (2024, May). Corporate Executives Career Progression: Shooting for the Top. In Proceedings of the 53rd European Marketing Academy Conference, Bucharest, Romania.
Afiuc, O., Esteban-Bravo, M., & Vidal-Sanz, J. (2023, June). The Impact of Accepting Mobile Money Payments on Firm Sales: Differences Across Sectors in Kenya. In Proceedings of the 48th ISMS Marketing Science Conference, Miami, Florida, USA.
Afiuc, O., Esteban-Bravo, M., & Vidal-Sanz, J. (2021, May). How Mobile Money Adoption Changes the Consumption Basket. In Proceedings of the 50th European Marketing Academy Conference (93646).
Afiuc, O. (2020, November). Quality Signalling of Credence Goods: A Corporate Social Responsibility Perspective. In Global Marketing Conference (pp. 1401-1402).
Afiuc, O., Nkrumah, M., Sarpong, F. O., & Osei-Frimpong, K. (2018, July). Nutrient Content Claim and Consumer Decision Making. In Global Marketing Conference (pp. 594-594).
Afiuc, O., & Bonsu, S. (2016, July). A Process Model of Corporate Social Responsibility and Its Link to Customer Retention. In Global Marketing Conference (pp. 690-691).